Alberta Beef Producers is celebrating 50 years of advocacy work in the industry.

The group dates back to the late 60's when producers in the Province decided they need a stronger voice in Edmonton and Ottawa, believing their messages were not being heard by Governments.

Alberta Beef Producers Executive Director, Rich Smith, says the organization was formed from five membership groups in Alberta's cattle industry.

"There was commissions for other commodities and they asked them [the Alberta Government] to form a commission for the cattle industry, and that happened in 1969," he said.

On September 3, 1969, the first meeting was called to order for the Albert Cattle Commission.

The Commission later changed its name to Alberta Beef Producers in 2002, which Rich says more accurately reflects all the people involved in the industry and the product produced.

Smith says there hasn't been as much change in the main industry issues over the years as you'd think.

"When we look back over the fifty years, what strikes us is a lot of the major issues have remained the same at a high level. We're dealing with land and water, we deal with consumer perceptions, we're dealing with building support for our industry and our products."

He says moving forward, the industry will continue to face competition for use of the land and water resources, and remain dependent on consumer's choosing beef.

Smith adds, they will continue to engage producers in the organization and show them the value of their check-off dollars at work.